The Positioning Pioneers

Positioning Principles

Six Principles for building a brand in the mind.

1

Find an open hole.

1

Find an open hole.

Look for an open hole in the mind & then be the first brand to fill it.

Find an open hole.

Thirty-six years ago marketing was considered to be communications. You studied your product, its features and its competitors and then prepared advertising that explained why your product was better than the competition.

Al Ries realized the need for change, which led to his book that changed the field of marketing, Positioning: The Battle for Your Mind. Instead of focusing on the product, Al Ries focused on the mind of the prospect and developed the principles of positioning.

6

PR, not advertising.

6

PR, not advertising.

In addition to developing an overall visual/verbal strategy, our consulting sessions include discussions about executing the strategy.

PR, not advertising.

A mistake companies normally make is to try to put a new idea into prospects’ minds with advertising. Advertising doesn’t have the credibility to do that.

Rather, a company should use public relations, or PR to establish the position. PR first, advertising second is what we recommend in our book, The Fall of Advertising & the Rise of PR. But PR is just one of the ways to execute a new strategy.

Want help implementing these principles?

Want help implementing these principles?

The Positioning Pioneers

Positioning Principles

Six Principles for building a brand in the mind.

1/6

1

Positioning Principles

Find an open hole.

Look for an open hole in the mind & then be the first brand to fill it.

Find an open hole.

Thirty-six years ago marketing was considered to be communications. You studied your product, its features and its competitors and then prepared advertising that explained why your product was better than the competition.

Al Ries realized the need for change, which led to his book that changed the field of marketing, Positioning: The Battle for Your Mind. Instead of focusing on the product, Ries focused on the mind of the prospect and developed the principles of positioning.

6

PR, not advertising.

In addition to developing an overall visual/verbal strategy, our consulting sessions include discussions about executing the strategy.

PR, not advertising.

A mistake companies normally make is to try to put a new idea into prospects’ minds with advertising. Advertising doesn’t have the credibility to do that.

Rather, a company should use public relations, or PR to establish the position. PR first, advertising second is what we recommend in our book, The Fall of Advertising & the Rise of PR. But PR is just one of the ways to execute a new strategy.